MARKETING - BMEGT20A002

The aim of the course is to acquaint students with the modern theories, business models and applicable tools of marketing management, which is one of the disciplines of management sciences. The subject places particular emphasis on highlighting the role of integrating technical and market knowledge in engineering decisions, with a particular focus on innovation. It highlights how marketing information, market and customer knowledge can help reduce innovation risk, and how new products can contribute to the success of a company.

1. Get acquainted with the specific research methods (knowledge acquisition and problem solving) of the field of marketing, abstraction techniques, methods of elaboration of practical aspects of theoretical issues, methods of planning, measuring and analyzing marketing sub-areas.
2. Get acquainted with the theories of marketing strategy, methods of analysis of strategic management, as well as the theoretical foundations of marketing sub-areas (for example: price, sales, advertising, product).

1. Formulate independent new conclusions, original ideas and solutions, are able to apply demanding analysis and modeling methods, to develop strategies for solving complex problems, to make decisions, in a changing domestic and international environment, as well as in organizational culture.
2. Are able to perform a detailed analysis of the various ideas that make up the knowledge system of the field of marketing, and to formulate the comprehensive and special connections.
3. Are able to identify special professional problems with a multifaceted, interdisciplinary approach, as well as to explore and formulate the detailed theoretical and practical background needed to solve them.

1. Are critical of their own work and that of their subordinates, and show innovative and proactive attitude in dealing with economic problems. Are open and inclusive to new achievements in economics and practice.
2. Undertake the comprehensive and special relations, the professional identity, which form the special character, personal and community role of the field of marketing.
3. Authentically convey the summary and detailed problems of their profession.
4. Strive to make decisions in strategic decision-making situations as well as in unexpected life situations that require a new, complex approach, taking full account of legislation and ethical standards.

1. Take responsibility for their own work, the organization they manage, their business, and their employees.
2. Interpret the professional opinion of established marketing. Take responsibility for their environmental and social impacts in new, complex decision-making situations.

Lectures, oral and written communication, application of IT tools and techniques, optional exercises individually or in teams, work managing techniques.

• Vágási M. (szerk.): Marketing stratégia és menedzsment. Alinea Kiadó, Budapest 2007 (magyar kurzus) Kotler, Ph. - Armstrong, G. (2016). Principles of Marketing. 16th ed. Global ed. Pearson (angol kurzus)
• Online segédanyagok, előadások prezentációi; Lectures' slideshows

The assessment of the learning outcomes formulated in point 2.2 takes place in the form of two midterms.

1. Performance assessment: With the two midterms max. 100 (50-50) points can be obtained. The condition for getting the signature is to obtain a total of 50 points from the two midterms. 2. Partial peformance assessment (being active): students can receive a maximum of 7 points for class participation and being active.

• 1st midterm: 50%
• 2nd midterm: 50%
• partial performance evaluation: 7%
• total: 100+%

1. The two midterms’ total is 100 points (50-50 points each). 2. The retakes also include a make-up options. For those who have not succeeded in the retake or did not participate on any, there is no additional replacement option.

To achieve the learning outcomes set out in section 2.2, the course consists of the following areas and topics.